Brand Manager

  • Uxbridge, UK
  • Full-time

Company Description

We serve the world by making food people love. As one of the world’s leading food companies, General Mills believes that food should make us better. Food brings us joy and nourishes our lives, connecting us to each other and the earth. General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Yoplait and more. Headquartered in Minneapolis, General Mills had global net sales of US$15.6 billion during fiscal 2017.

We seek out the best talent, then give them development resources, support and the chance to lead something big. Choosing a career with General Mills means joining a company where you can make a difference in the lives of millions of people. There is tremendous opportunity here for individuals who want to advance food through innovation and serve the world. 


Job Description

Roles & Responsibilities

The incumbent will be responsible for the development and activation of the
annual Category Growth Plan in the UK and ensuring this plan delivers revenue
and profit targets.

Reporting to the Marketing Manager, the incumbent will assume the following
set of key responsibilities:
• Support the SBM to develop & execute the Category Growth Plan in order to
deliver revenue & profit targets
• Plan and lead activation of the NPD & Renovation pipeline including
preparation of business cases
• Support the development & planning of consumer communications and
media (especially Digital)
• Management of the execution of other aspects of the Marketing Mix – PR,
social, experiential, online and promotion
• Develop strong relationships with Customer Directors/ BAMs/SRM within
sales function as well as Shopper & Trade Marketing team & Strategic
Category Management
• Champions local brand champion and actively builds consumer connections
• Deliver tailored brand activation across all priority trading channels,
including Convenience & E-Commerce
• Control of A&CP and making expenditure and procurement decisions
appropriate to maximize business results/ROI
• Tracking and analysing brand performance using financial and external data
• Owner of Brand Equity results, ensuring that the brand is progressively
finding a place in consumers’ hearts and minds


The Candidate Requires:

• Graduate (minimum 2:1) plus a marketing and/or business qualification
• Proven success of brand management in a blue chip, branded FMCG
• Experience of launching NPD into market
• Experience working with insights and data in order to diagnose performance
drivers and translate insights into marketing plans
• Experience of working in a global organisation, in a matrix environment, and
able to demonstrate networking and influencing across a region
• Experience of building commercial business cases; able to navigate a basic
• Experience in leading and developing marketing communication strategy
and execution including social, owned and paid channels. Digital experience
• In-depth knowledge of the UK multiple grocery channels and their
associated trading issues
• Prior success in the management of agency relationships
• Management of A&CP budgeting

• Strong leadership skills and ability to influence cross-functionally
• Commercially savvy with an good understanding of drivers of profitability
• Excellent communication skills; ability to energize teams by conveying
compelling vision
• Excellent project management skills, able to plan effectively, time
management and the ability to delegate appropriately

Personal Qualities
• Demonstrated personal accountability for achieving brand business results
• Passionate about consumers : able to provide examples of real consumer
insight and uses these insights to develop more effective plans
• Passionate about food: Is a foodie themselves who enjoys cooking/baking
• Is a true brand champion
• Genuine interest in the commercial aspects of the job
• Able to think laterally around problems to create solutions
• Personal fit with the Company's culture & values
• Collaborative approach in work, feeling comfortable working with a variety
of teams
• Demonstrates initiative and ability to drive projects to completion

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